Dwayne Johnson Ends Partnership with Under Armour

Dwayne ‘The Rock’ Johnson concludes a decade-long partnership with Under Armour through his Project Rock brand, seeking a new manufacturer.

Dwayne “The Rock” Johnson will end his 10-year partnership with Under Armour, as revealed on Thursday. This decision comes through his Project Rock training brand, which began in January 2016.

Johnson, along with former wife Dany Garcia, intends to find another manufacturer for the Project Rock line, which has gained popularity for its performance training apparel. Under Armour will continue to distribute these products until October.

When the partnership commenced, it marked a significant turning point in the athletic apparel sector. Following the collaboration, Project Rock launched its first sneaker model in 2018, the Project Rock 1, and has since released eight different designs.

Under Armour expressed gratitude in a statement regarding the conclusion of their partnership, stating, “After an impressive 10-year run, Under Armour and Dwayne Johnson are bringing our partnership to a natural conclusion. As we sharpen our focus and strengthen our core business, we’re creating a more unified expression in our train category. We’re incredibly grateful to DJ and his entire team for their partnership, friendship, and everything we’ve built together over the past decade. We wish him and his team nothing but continued success.”

This shift in partnership follows a trend, as Johnson’s exit mirrors the recent departure of NBA star Stephen Curry from Under Armour last November, who later signed an endorsement deal with another manufacturer, Li-Ning.

As both Johnson and Curry look to new opportunities, this change signifies a notable moment in the athletic footwear and apparel market, illustrating how high-profile figures continue to shape industry dynamics through strategic brand partnerships.